Fashion used to be a top-down process, where what was shown on the runways predicted what was in style. But, lately, the script’s been flipped—what’s happening on big-city streets powerfully influences fashion designers. With his new store on Main Street called APB, James Whitner is the creator of an empire of ten footwear and clothing boutiques, and he’s brought to Greenville what’s been successful in Columbia and Charleston, as well as across the country—an exclusive mix of high-quality style and street culture.
APB is geared towards the younger, urban client, and Josh Keith, the shop’s manager, describes the compact store as “clean, futuristic with a modern industrial feel.” Old-school hip-hop and newer mixes play, matching the vibe in-store, which sports high-end streetwear, athletic wear, and innovative international cult brands. Yeezy 350’s and Season 3 boots are under a vitrine, displayed like jewels. Sleek wooden shelves showcase an astounding variety of Nike, Adidas, and Timberlands in metallic leathers and sumptuous suede, available in colors not seen anywhere else in town. The signature gold padlock dangling from the back of an Italian leather sneaker denotes designer label Buscemi, which retails anywhere from $800 to $1,200. “We’re happy to order sizes from our other stores if we don’t have it here, but tons of our customers also shop us online,” adds Josh.
Much of the clothing is unisex, with denim, tops, accessories, and outerwear from labels like Billionaire Boys Club designed by Pharrell Williams, Nudie Jeans from Sweden, Comme des Garçons Play from France, and A Bathing Ape from Japan.
Graphic tees from Bleached Goods, Pleasures, and Stampd round out the selection of provocative, avant-garde labels.
In the works are a series of in-store events and pop-up shops around town, and they also do multiple unique brand collaborations. With a nod to the original derivation (APB means all points bulletin), they use Instagram to alert their 15,000 followers who eagerly await their exclusive new Jordan releases each Saturday. The first come, first served basis means lines around the block at every store.
APB Store, 201 North Main St, Suite #B. (864) 641-6978, apbstore.com or Instagram @apbstore
EXCLUSIVE TO APB
Puma by Rihanna Women’s Creeper The stylish singer adds her touch to Puma’s footwear. $160.
Nike Special Field Air Force 1 Modeled after a Special Forces Military boot. $165.
Air Jordan 10 “OVO” Collaboration betweeen Drake and the Jordan brand features stingray leather. $225.